WeTV in Thailand: (g)localised strategies of Chinese streaming media and Y-series

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ABSTRACT WeTV, the overseas version of Tencent Video, has significantly transformed the conventional paradigm for international expansion adopted by China’s media industry guided by the “going out” policy. The new path blends barriers between internet companies and the cultural sectors through the establishment of an all-in-one “pan-entertainment” ecosystem and highlights a new method for Chinese media going overseas. However, very little research investigated the fundamental rationale behind this innovative business model. This article seeks to address the gap by scrutinising the glocalised operations of WeTV with a particular emphasis on its implementation in Thailand. The study aims to elucidate the processes through which Chinese streaming media’s internet business logic and intellectual property (IP) economy strategies are adopted and received in foreign markets. Through semi-structured interviews with industry stakeholders, coupled with qualitative content analysis, this article provides insights into the monetisation procedure of WeTV in Thai contexts, employing originally produced Y-series as the case in the centre of its strategic cultural exports. This exploration sheds light on WeTV’s evolution from a domestic entity to an increasingly regionalised practice, aspiring to become an integral component of the global media landscape. The findings argue that WeTV’s strategic positioning within Tencent’s digital content ecosystem, demonstrates the viability of vertical integration in other industries and places. The article offers a comprehensive examination of the inter-Asia adaptation of Chinese internet strategies in the streaming industry, therefore, contributing to the de-Westernisation of global digital media industry research.